Virtual Shopping®
In addition to traditional testing techniques, GfK Audits & Surveys offers its clients the ability to test alternative packaging, pricing, positioning, promotions, etc. through a sophisticated multimedia technique commonly termed “virtual shopping”.
This technique combines the benefits of traditional store tests (reliable, quantitative measurements of consumer purchase behavior) with those of consumer survey research (customer diagnostics, demographics and psychographics). Thus, this methodology reveals both the “what” (volumes, market shares) as well as the “why” (key drivers, attitudes, attribute ratings, etc.) of consumer behavior.
How It Works
- Compelling stimuli are developed by filming existing retail environments with a high-resolution digital camera
- State-of-the-art multimedia tools are applied to modify the filmed images in order to incorporate any test elements including alternative shelf sets, displays, POP, packaging, pricing, etc.
- Resulting stimuli are then integrated, via proprietary CAPI techniques, to create a customized, holistic program. This program can then be installed on pre-calibrated computers at research facilities in any of over 50 locations across the U.S. it becomes a self-administered interview for pre-recruited respondents
Through this technique, respondents...
- Enter any environment such as a supermarket, drugstore, convenience store, etc.
- Go to the category aisle, shelf or display
- Realistically view products and packaging through high-resolution 3D computer simulations, by “picking them up from the shelf”, rotating them, reading labels and usage instructions, comparing prices, etc.
- Make purchase decisions just as they do in the real world
Overall Shelf View
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Zoom-In View of Shelf Section
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Product Close-Up /
Purchase Screen
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Although each study is custom-designed to address the specific objectives and the type/number of variables being tested, most studies have these common elements:
- Respondents are recruited to client specifications via a screening questionnaire, normally, right within the mall where the research will be conducted
- Qualified respondents are escorted to the research facility to complete the computerized interview
- Current category/brand information is collected for baseline and classification purposes (e.g. brand awareness, brand usage, frequency of purchase, etc.)
- Test elements are presented within a ‘real-world’ shopping experience, typically for current (control) vs. test alternatives
- Respondents interact fully with the environment
- simulated or real purchasing, timed noticeability, etc.
- complete tracking of respondent’s answers, activity and purchases
- Diagnostic, psychographic & demographic information is captured
Benefits
Because the retail environment is totally controlled by the research program, the real-world vagaries of controlled store tests are eliminated. Also, unlike controlled store tests, this technique, when combined with conjoint and discrete choice analytic techniques, permits the testing of numerous variables simultaneously in order to develop the “optimum” combination of package, price, positioning and promotion for the overall market, or by trade channel or even by individual retailer. Other significant benefits include:
- Testing can be conducted at any stage in the development process; there’s no need to build expensive prototypes or manufacture / ship test products or displays
- The stimuli are realistic and engaging; respondents remain alert and involved even in interviews up to and exceeding 45 minutes
- The program is completely ‘self-contained’; stimuli are presented and interview responses are captured on the computer for accurate and fast reporting
- The store and shelf environments are fully customizable and completely re-usable
- The testing process can be dramatically shortened from months to weeks
- Security and confidentiality are assured
- The highly visual nature of the program adds impact to presentations, both internally and for retail partners
Reliability
This technique has been used extremely effectively by leading marketers since its development in the early 1990’s. Although initially viewed with great skepticism by many researchers, virtual shopping has been shown, in study after study, to have high external validity. It has been found to closely correlate with data collected from controlled store tests, household panels and retailers’ own scanner sales.
Reporting/Analysis
Results are normally provided for the overall sample, by test cell and each shopping trip, as well as sub-groups (e.g. heavy users, females, primarily-Brand-A loyals, etc.) based on sample sizes. Reporting is in electronic formats - tabular (Excel/Word) and graphic (Power Point) formats – and in hard-copy, if desired. Additionally, GfK Audits & Surveys prepares and delivers an in-person Management Presentation that includes highlights of study findings, analyses and recommendations.
Reporting also incorporates details and insights that are unique to this methodology such as the identity and order of products that were “picked up” but not purchased, whether both the front and back of a package was examined, time spent shopping, et al. Additionally, measurements of statistical significance as well as comparative and preference analyses are performed.
Examples:
I. Shopping Trips – Share of Dollars Spent – All Respondents
- On the first test shopping trip, Brand A – Type 1 shares improved significantly vs. the Control for both the Line Extension and the Renovation 2 scenarios
- The Line Extension scenario performed best for Brand A – Type 1 but with greater negative impact on Brand A’s Type 2 & 3 products
II. Concepts – New & Different (Top 2 Box) – By Brand A Heavy vs. Brand A Light/Medium Users
- The Renovation 2 concept received the highest rating from Brand A Heavy Users – significantly above the Line Extension (+10 points) and directionally above the Renovation 1 (+8 points)
- The Line Extension rated highest among Brand A Light/Medium Users but not to a significant degree – largely because of the relatively small base per concept (N≈75)
The GfK Advantages
- Research driven – each study is fully managed by your own team of GfK research professionals
- Experience and expertise
- Understanding of unique category & client needs
- Expertise in utilization of this technique and maximizing its value
- State-of-the-art 3D imagery and programming
- Our multimedia partner has a over 15 years history and is constantly enhancing its capabilities
- Competitive pricing
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